Marketing

Words 400

E-Marketing Customers

President Learner is concerned about the e-business's ability to service his company's patient members effectively. He wants you to address his concerns by examining the online methods used by the e-business to understand, profile, and analyze the digital customer.

• Describe the characteristics used to identify and profile online users and how those characteristics differ from descriptions of traditional consumers using physical and personal traits.
• Discuss the role of computer-mediated applications in digital consumer behavior, such as digital consumer decision support systems (CDSSs), intelligent agents, and how they result in different patterns of interaction than for traditional consumer engagement in the physical marketplace.
• Discuss how the e-business’s digital customer behavior for online services overlaps with the traditional customer behavior approach for services provided in physical interpersonal settings.

Relate your knowledge of traditional consumer behavior concepts to online methods for customer understanding and interaction.

Include reference Web site links that provide examples of the digital customer profiling and interaction techniques you described.